An empirical study is reported which attempts to validatetwo key theoretical consequences of consumer involvement:differences in brand buying behaviour and differences inthe type of decision processing undertaken.A literature review is provided which traces the history ofinvolvement and...

This thesis aims to develop a more robust framework for understanding themanagement processes involved in Corporate Brand Communications.A review of the literature on corporate branding shows a growing body of conceptualwork, but also highlights that much of the recent work in the field has not...

For decades, one of the key roles of market research has been to help companiesforecast customer acceptance of innovation and of changes to the marketing mix(the 4Ps). However, traditional market research is in danger of being leftbehind by new practices in sales, marketing and R&D. Reflecting...

There have been repeated calls from top management and marketing academics forgreater accountability in marketing so that the financial returns of marketinginvestments can be more robustly evaluated. These are coalescing around theissue of whether or not marketing delivers shareholder value. One...

This case describes a strategic marketing dilemma facing Tayo Aderinokun, the cofounder and managing director (CEO) of the highly successful Guaranty Trust Bank (GTBank) of Nigeria. In its initial 15 years, GTBank has grown dramatically to become the most respected corporate bank in Nigeria,...